Financial services is the largest industry in the world in terms of earnings. With the increased level of competitiveness within the financial services industry, what defines those organizations which successfully stay on top?. This e-book has a blend of reviews, case studies and interviews. It examines recent case studies of companies in trouble to see how they are turning their fortunes around (Morgan Stanley) and the strategies which are keeping others constantly ahead of the game, such as Goldman Sachs. It also looks at the important issue of corporate social responsibility, and how banks can find profit in morality and sustainability. This theme is expanded on in exclusive interviews with key figures from Barclays and ING Direct, who both explain how responsibility can also equal profits.